NOW THAT’S INNOVATION: Urban sports-talk radio to begin next week in St. Louis

“Urban-sports talk” makes its debut locally “” and maybe nationally “” on Wednesday, when WFXX replaces syndicated programming with local talk shows that have African-American hosts and changes the call letters at 1490 AM back to WESL. The Radio Station is owned by Simmons Media, which also runs sports-talk Radio Station KSLG (1380 AM). Longtime St. Louis radio host Richard “Onion” Horton, who is well known for discussing racial issues, leads things off.”Mornings are going to really focus on politics, everyday life more than sports, then we’ll focus more on sports as the day goes on,” 1490 general manager John Helmkamp said. “We use sports as a jumping-off point to talk about life.” The Radio Station will drop Fox Sports Radio programming, including shows hosted by Dan Patrick and Jim Rome.“There was no demand at all from a listenership stand point and a revenue stand point. Were already doing about eight times (revenue-wise) with the new format than we were doing with Fox. Local is what drives things. Having Patrick and Rome never got us on the radar.” (how many times have I said this in Radio Facts . I LOVE it.)The lineup:6-9 a.m. : Richard “Onion” Horton9-11 a.m. : Rob Desir, Robert “Moses” Knighten11 a.m.-2 p.m. : Charlie “Tuna” Edwards2-4 p.m. : Craig Black4-6 p.m. : Maurice Scott (with Jackie Joyner Kersee and Deneen Busby on Wednesdays.)

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